Traditionally, marketers have divided celebrities and influencers into two categories: brand-safe or radioactive.
And while there are certainly plenty of toxic personalities out there that no brand should ally with, time has shown that "controversy" can be a nuanced thing that makes it hard to categorize people into a "good" or "bad" column.
Today, Adweek contributor Mitch Reames looks at a fascinating case study in the complex world of streamer controversy: Dr Disrespect.
In a rare interview, the man behind the boisterous character—Herschel “Guy” Beahm—talked to Adweek about being banned from Twitch and how he's fostered a strong relationship with one sponsor who stuck with him.
What makes this case so unusual is that we don't know why Dr Disrespect was banned from the popular, Amazon-owned streaming platform, and he says he was never given a reason either. So while there's no clear reason for brands to avoid him (aside from his polarizing personality, but that's not exactly rare among video creators), it's understandable that many would simply play it safe and partner with other influencers.
But for Hi-Rez Studios, developer of the game Rogue Company, sticking with Dr Disrespect has paid off. The game, still in beta, has gotten a tremendous amount of publicity from the streamer's massive social channels, and the partnership led to Dr Disrespect designing a new level and appearing in-game as a character skin.
In a marketing world where influencer partnerships can sometimes boil down to spreadsheets sorted by follower count, the bond between Dr Disrespect and Hi-Rez Studios has shown that sometimes it's worth both taking the time to understand a streamer's appeal and recognizing that most content creators aren't for everybody.
"Hi-Rez got the character and his brand from the beginning," said Beahm about his Dr Disrespect persona, "which has made this partnership work so well.”
Be sure to read our full piece on Dr Disrespect's re-emergence after his Twitch ban and how he forged his partnership with Hi-Rez.
David Griner
Creative and Innovation Editor, Adweek
[email protected]
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